optimization of video ad content, and customization of video content to viewer (mobile) context.

Brand marketers deploy Impossible Software to enable user-generated video content. Resultant videos can include text, pictures, and even video-in-video, all within the context of the brand's template and, therefore, the brand's message. Content producers also tap this capability to create unique (and sellable) video pieces for customers.

Some brand marketers have also tapped Impossible Software's capability to do _interactive_ video streaming. In such applications, the end-user can control elements of the video content as the stream continues uninterrupted. This is a powerful way to demonstrate a configurable item such as an automobile.

Now with RESTful APIs, developers of mobile and web applications are also using Impossible Software as their video back end.

The technology supports a number of video special effects, alpha compositing, and MPEG4 compression (Flash wrapper, MP4 file, M3U progressive download), as well as sound mixing, in real time with low latency. The "impossible" thing is that Impossible Software can deliver all of this at web scale economically.

Impossible Software delivers based on a SaaS model out of the cloud. Large-scale, long-term, or reseller customers may also opt for managed, private instances.